Although there are already analytics functions built into the social media platforms themselves (such as Twitter Analytics or Facebook Insights), investing in Social Listening tools will help you make strategic decisions for your business.

The so-called Generation Z, those born between 1995 and 2010, already set the rules of the Social Media Marketing game, especially in booming platforms such as Instagram. Therefore, it is crucial to understand how they act and how to take advantage of their potential (Via Entrepreneur, 2018).

Many companies already use tools such as WhatsApp Business or Facebook Messenger to respond to customer requests. More and more customers are demanding fast answers through various channels (omnicanality).

In 2018 we've seen an increase in popularity of content in the form of 'stories', starting with Snapchat and continuing with Instagram, Facebook and even YouTube! The user prefers 'fast content': ephemeral content which allows them to jump from one to the other with astonishing speed (Via Business News Daily, 2018).

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